In this age of
technology, most communication is conducted through text, e-mail, Skype or any
of the numerous mechanisms available to send and receive information. The
convenience and speed that these avenues provide allow us to conduct business
almost at the "speed of light!" In fact, studies show that people aged 32 and
under prefer technology-based communication over traditional telephone or
face-to-face methods. The ability to
attach supporting information, pictures, spread sheets or copies of previous
conversations allows the sender to give the recipient any and all information
they could possibly want or need to understand any given situation. But do they
really?
In his book, Talking to Strangers, Malcom Gladwell discusses how communications, even in
person, can be a proverbial land mine if extra caution isn't taken. Mr. Gladwell
relates the story of the confrontation with the Spanish conquistador Hernan
Cortes and Montezuma. When Cortes came to Mexico, he knew nothing of the
Aztecs, their customs or language. Conversely, no European had ever set foot in
Mexico so the Aztecs knew nothing of these strangers that had landed on their
shores. Communication between the two was difficult as Cortes only knew Spanish
and Montezuma only knew Nahuatl; in order to communicate, Cortes would speak
Spanish to his translator who, in turn, translated into Mayan for a third
translator who would then translate the Mayan into Nahuatl for Montezuma. Is it
any wonder that their very first communication set the stage for the war that was
to follow?
Now, imagine
you're sitting down, face to face with someone with whom you are certain speaks
the same language, but you find yourself at loggerheads because you aren't
understanding one another. Everyone has their own, individual understanding of
language; the inflection of tone, the phrasing of sentences or ideas, even the
meaning of a word or phrase coupled with a specific facial expression or
cadence can mean something very different to the person you're speaking with.
So, with the
multiple layers of communication that go on when you are talking to someone
face to face, can you be sure that the one-dimensional
message you're sending via text or e-mail is being received in the way that you
intended? The short answer is, no. What may seem clear to you may not make
sense to the person receiving the information. I had the opportunity to see
this in real time earlier this month when, after a volley of e-mails (with
supporting attachments) had gone back and forth between one of our Client Account
Specialists and the accounts payable representative of one our largest
customers, a stalemate had been reached. When I received the call from my
Client Account Specialist, I could hear the frustration in her voice. From her
point of view, she had sent our customers AP rep. all the necessary back up
documentation and had explained, repeatedly, in her e-mail that the customer
was using credits that didn't exist in our system to apply to open invoices
causing short pays. Additionally, they were over paying invoices that we had
adjusted pricing on, so in her AR system she had short pays as well as
unapplied cash - all she wanted was to know if it was okay to use the unapplied
cash to clear the short paid invoices. The response to this from our customer
was quick and harsh - if we had unapplied cash credits, then we should be
cutting a refund check to those funds immediately. As far as the short-paid
invoices, we had issued credit memos (which he kindly attached to his e-mail)
that they had "the right to apply anyway they saw fit." As you would imagine,
additional e-mails only made the situation worse, with the frustration becoming
very apparent in both party's e-mails. By the time I was brought in to assist,
the relationship had digressed to a point of open accusations of improper
account procedures.
My first
step was to request all e-mail strings sent to me for review. There was one
theme that was consistent throughout all of the e-mails and it appeared to me that
they were both talking about the same thing, just using different terminology -
my Client Account Specialist was referencing our "adjusting invoices" while our
customer referred to these same items as "credits." While the result is the
same (our customer was to receive credit for an overbill or price adjustment),
the process of creating and applying these adjustments work differently. For
us, an adjusting invoice is a credit that is immediately applied to the
original invoice, reducing the balance owed. Notice is then sent to the
customer in the form of an adjusted invoice showing lower amount owed for that
invoice. In our customers world, any negative amount is entered as an open
credit, to be used at their discretion, against any invoice of their choosing.
On the surface, this should have been a simple conversation to explain the
difference in terminology but two telephone conversations and three e-mails
later, we were still at a stalemate. At this point I offered to come to their
office to discuss adjusting invoices/credits and clarify what happens in our
system versus what happens in their system.
In
preparation for this meeting, I asked my Client Account Specialist to pull the
original invoices on any short pays as well as any adjustment invoices and
statements showing the adjustments made to the invoiced amounts with the new
total due. Additionally, I asked her to access all the e-mails relating to this
issue so that we could review them together, in person, prior to our meeting
with the customer. The goal of this pre-meeting was to ensure that we were on the same page and to discuss what I felt was the key item of the
miscommunication. Imagine my surprise when my team member didn't
understand the difference between an adjusting invoice and a credit memo! So,
the question is, if we have issues within our own company when it comes
something as "simple" as adjustments versus credits, how can we expect our team
to relay clear information to our customers? Drilling down even further, I'd
had several conversations both e-mail and telephone with both the branch manager
and the Client Account Specialist for this account and didn't realize they
didn't understand what I was saying!
It took a
face to face meeting with my team, and later with our customer, with all the
printed information, walking through the processes in both companies and
showing the different outcomes in both systems before there was clarity in the
conversation. Once we drilled down into the difference in terminology for this
miscommunication, it opened dialogue on other issues that may not have been
addressed completely had the face to face communication not occurred.
In the book Crucial Conversations by Patterson, Grenny, McMillan and Switzler, they talk
about "filling the pool of shared meaning" which basically means that all
information, no matter how big or small, is added to the shared pool of
information - the more information, the better/deeper the understanding of the
situation. While attachments and e-mails are informational, we are assessing
the information from our own standpoint, not sharing the same pool as the
person on the opposite or receiving end. In short, we become silos - only
assessing information as it affects us and our needs. Face to face meetings
allow all parties to share the same information pool so that discussions, clarity
and decisions are cohesive and synergetic - moving all parties to a better,
more informed decision or outcome.
In
short, technology allows us to send and receive valuable information in a
timely manner but becoming dependent on this form of communication can be short
sighted and costly. A phone call can assist in clarifying information but may
still leave large gaps that the other person will fill in with their own story
based on previous experience (whether with you or someone else in a similar situation)
that could still lead to miscommunication and conflict later. Taking the
opportunity to sit down with your customer or team member leads to deeper
understanding, and in my opinion, great appreciation for the other side.
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